GA4 CONVERSION DELIVERY ISSUE ON OCTOBER 7–8

Between October 7th and 8th, we experienced an issue affecting some GA4 conversions sent through the Google Measurement Protocol API.

During this period, a number of conversion requests were not properly confirmed by Google’s servers. Normally, if a request times out, our system automatically retries to ensure delivery. However, in this case, the requests did not time out, but we also did not receive any confirmation response from Google.

This means the conversions may either have been received by Google or not registered at all — and since no confirmation was returned, we have chosen not to resend them to avoid the risk of creating duplicate conversions in GA4.

This behavior is unusual and something we have not previously experienced with the GA4 API or any other Google endpoints, which is why our normal alerting did not trigger right away.

We have since:

• Identified and mitigated the issue.
• Improved our detection and alerting for similar cases going forward.
  Verified that conversions are now processing as expected.

It’s important to note that not all accounts were affected. Unfortunately, we are unable to verify from our end whether individual conversions during this period were received by Google, as no confirmation data was returned.

If you believe your account might have been affected, we’re happy to help you review your data and assess the potential impact.

If you would like us to resend the conversions, we can do that, however, please note that they will be attributed to today’s date, since Google only allows attribution up to 72 hours back in time.